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SUSTAINABILITY TURN THE WHITE TRADE SHOW MILANO INTO THE NERVE CENTRE OF TOMORROW’S READY-TO-WEAR

SPECIAL PROJECTS, UP-AND-COMING BRANDS, NEW DESIGNERS, INNOVATIVE LOCATIONS, SPECIAL GUESTS AND HIGHLIGHTS ON SUSTAINABILITY TURN THE WHITE TRADE SHOW MILANO INTO THE NERVE CENTRE OF TOMORROW’S READY-TO-WEAR

Melbourne My Style congratulates White Trade Show Milan on sharing our vision in supporting small fashion labels along with promoting both ethical and sustainable working practice.

ITA has believed in WHITE since its very onset, the Trade-Show that promotes contemporary fashion – a segment featuring premium, highly specialised and highly creative small and medium-sized businesses, capable of taking up the challenge of the global markets successfully.

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The collaboration with Confartigianato has seen a boost in numbers over the last four years, both in terms of visitors and international insiders, reinstating the Show as an appointment that cannot be missed in the arena of global fashion events, as well as a shining example of synergy between the private and the public sector. The crucial role of ITA (Italian Trade Agency) is also to support the internationalisation of the SMEs of the fashion business on the international markets, and White is an excellent tool to do so, declares Roberto Luongo, ITA’s general manager.

What’s more, the early opening on Thursday 19th enables a strategic synchronicity with the calendar of the womenswear fashion week and the other major fashion events. The timing also allows exhibitors to benefit from the presence of the many international insiders in Milan during the fashion week. This is a further step in the right direction to bolster the centrality of the show, which confirms WHITE and Tortona Fashion District’s standing as dynamic and vital hub during Milan’s fashion week.

Year after year, the collaboration between WHITE and the Municipality of Milan proves to be an essential element for the success of the Milano Fashion Week – so Cristina Tajani, Councillor for Labour, Productive Activities, Fashion and Design of the Municipality of Milan says.

“A collaboration that is grounded on the common determination to back and promote new designers and fashion businesses, which at WHITE can find an ideal stage to launch the outcome of their creativity and their language, but, most importantly, on a collateral action aiming to promote the birth of a new way of conceiving fashion and the whole production cycle. The latter, today more than ever, must be sustainable and ethical, capable of coming up with environment-friendly collections and products, with emphasis on working conditions too. A challenge that WHITE and the Municipality of Milano have decided to take up together over the last few years”.

“Today, both among buyers and end-users, are growing awareness in terms of sustainability and responsibility, as well as a greater focus on hand-made products. WHITE MILANO

In a time of transformation of our sector” says Massimiliano Bizzi, Founder of WHITE.

WHITE’s strategy, season after season, relies on the their resolve to focus on sustainability. All the projects and the collaborations of the trade show aim, besides being business-oriented, to promote the fashion culture, a pivotal aspect in times of transition like this one. Throughout the womenswear fashion week, Milan shows to be increasingly central on the worldwide stage, also owing to its remarkable ability to keep evolving and innovating.

Along its exhibiting paths, the trade show pursues its creative narration, with an eye to the different facets of sustainability.

Roberto Collina’s knitwear is today a well-balanced mix of state-of-the-art technology and craftsmanship, whose focus is the use of premium materials and noble fibres. This high-end brand is prized worldwide owing to the contemporary flair and design of its collections. Closed denim has soon garnered international acclaim thanks to premium denim, innovative design and utmost care for details, as well as an on-going research aimed to an increasingly sustainable production and footprint reduction.

I LOVE MY PANTS – the new made-in-Italy brand of the group Gironacci Arduino – relies on hand-made details and utmost care for design, where craftsmanship and industry are hand in glove. The superior fabrics and excellent fit of the garments have enabled the brand to reach the top stores across the globe.

The Trade show has been nominated Special Project of the September edition in the framework of the focus on sustainability, which WHITE Milano has been staging for several seasons. The brand, created by Jordan Nodarse, is distributed in Europe by Gruppo Brama and has always been committed to using sustainable procedures to manufacture its goods. Jeans are made with sustainable fabrics and washes, through eco-friendly and cruelty-free processes.

Essential and instantly recognisable design, stylish everyday accessories and careful selection of the materials, such as PVC and leather, are the keyword that have led WHITE MILANO to pick the Japanese brand Nana-Nana as Guest Designer of the September 2019 edition.

Founded in 2007 by Hisato Takenouchi in Tokyo, the brand’s creative path has been clear-cut from the very onset, collaborating with international artists and brands to produce accessories, also limited edition ones, and designing everyday items with an artistic approach.

WHITE Milano, additionally, is the only Italian ready-to-wear show in the fashion system to have an area fully dedicated to beachwear. Along its exhibiting paths, the trade show enhances its creative focus on the summer with a wealth of highlights dedicated to the trends of the hot season.

Inside WHITE has been specially designed to connect the fashion talents with the top buyers at the show. Since the very beginning, the hub has become a pivotal event for the insiders who regularly come to WHITE, as here they can find new brands and ground-breaking fashion.

Glamour and glitz aside, Milano fashion week for SS2020 has demonstrated its dedication to the continued development of its local fashion industry through offering events such as WHITE in order to promote and educate fashion brands on better sustainable and ethical practice and to offer a platform for meaningful networking.

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This event is one in which Melbourne My Style would recommend any young Australian fashion brand to take advantage of.

Creative Director-Fashion Todd Anthony

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